A Study On The Influence Of Nostalgia Advertising To Buying Intention

More and more subjects of customer nostalgia research have been taken attention as scholars explore nostalgia more deeply. Nostalgia has been applied in marketing field as one of the marketing strategies called nostalgia marketing. Regarding as a kind of solution, nostalgia advertisement appears more and more in our daily life. Currently the research of nostalgia purchasing behavior is still at the beginning step in China. The domestic study is little espcailly for empirical research. The acticle firstly summarizes and comments on current nostalgia researching literature finding there are2problems with more researching space and value. One is how nostalgia advertisement effects on customer buying intention. The other is what the effecting difference is on youth and middle age from advertisement with different nostalgia appeal. The research sets nostalgia appeal of advertisement as independent variable with individual nostalgia and virtual collective nostalgia on appeal direction. Regard buying intention as dependent vriable, nostalgia intensity as mediator variable. Category nostalgia advertisement claim object to youth and middle age regarding as moderator variable and explore the moderating effect on nostalgia intensity and the difference of enfluance on buying intensity after2types of advertisement through experiment. At last the research concludes the partly moderating effect of nostalgia intensity with the positive linearity correlation to buying intension. Moreover, the research verifies the moderating effect of nostalgia claim object divided by age between nostalgia appeal and nostalgia intensity.Young age generates higher nostalgia intensity than middle age towards the advertisement with individual nostalgia appeal and receives higher influence on purchasing intention. Middle age generates higher nostalgia intensity than young age towards the advertisement with virtual collective nostalgia appeal and receives higher influence on purchasing intention. The research result has a certain enlightenment value on nostalgia marketing and nostalgia advertisement development. The rsearch indicates that the advertisement with diffrerent types of nostalgia appeal has different advertisement effect towards customer with different age group. The matching problem of nostalgia appeal with claim object need to be concerned in nostalgia advertisement strategy.